TSIA Digitally Transformed Event Management into a Scalable, Personalized AI-Powered Experience

TSIA runs a Solution Partner Ecosystem that connects technology providers with a global community of technology and services executives, through TSIA World conferences and thought leadership webinars. Every partnership is tailored to specific business objectives, so keeping a precise operational cadence is what makes the partner experience work.

The Challenge

Chelsea Duran, Director of Partner Success, built and leads TSIA's partner success motion. Her job: orchestrate dozens of concurrent partner projects, each with different deliverables and roles, without adding headcount or drowning in spreadsheets and email.

“We were doing a lot of our communications, our onboarding, our everything for conferences and webinars via email,” Chelsea said. “I'm dealing with people who are coordinators all the way up to VPs. They are very busy and sometimes would miss emails.”

Everything ran through one inbox:

• Onboarding, conference deliverables, graphics, and floor plans.
• Webinars, speaker logistics, and rigid, time-sensitive deadlines.
• A steady stream of “Where do I find…?” questions from every level of every partner.
• Weekly progress checks and segmented reminder emails, written by hand.

TSIA evaluated education platforms, which were strong on training but light on event workflows, event platforms, which handled logistics but weren't built for partner success journeys, and CS platforms, which had the data backbone but were too technical for an audience-facing experience. None could serve different partner personas in one place, show or hide pages based on contract entitlements, integrate Salesforce with existing tools, and take the operational load off Chelsea. The partner program was growing; the operating model wasn't.

We've found that deliverables shared via EverAfter by Base AI are self-explanatory, significantly reducing the volume of questions we receive.

The Solution

TSIA built a centralized, AI-powered partner hub on EverAfter by Base AI. It reads structured contract data straight from Salesforce, the Account, Opportunity, and Product Line Item objects, and composes a personalized workspace for each partner automatically.

• A workspace built from the contract: The hub interprets the full sponsorship configuration, including booth size, turnkey or raw space, speaking slots, sponsorship tier, and dozens of add-ons, then assembles the exact pages, tasks, and deadlines that apply. Each partner gets one of roughly 500 possible journeys.
• Ready within minutes of signing: There is no manual setup per partner. The workspace is generated within three minutes of contract close.
• Only what's relevant: Modules appear based on entitlements, and long conference checklists become structured, digestible sections matched to each sponsor's package and timeline.
• Weekly nudges from an AI agent: Every week, an AI agent checks each partner's deadlines and open tasks against their journey and live portal activity, then sends a personalized next-best-action email: what's done, what's due this week, what's overdue and how to fix it, and what's coming next, with deep links to the exact task.
• An AI Expert for every event: Each event has its own AI Expert, trained on that event's FAQs, planning guides, deadlines, internal documents, and submission guidelines, so partners get instant answers around the clock to questions like “Where do I upload graphics?”

The Results

It's basically individual messages that we didn't have to spend hours writing, but it's applicable and unique to each sponsor, covering the deliverables they're missing, confirming the tasks they've completed, and informing them of the next steps.

TSIA doesn't publish exact numbers, but the change shows up everywhere. Partner onboarding that used to take days of prep is generated in minutes. The AI agent has replaced hours of manual reminders, with no segmentation and no copy-pasting, and fewer emails go missing or deadlines slip. Chelsea's inbox is now for strategic conversations, not logistics.

Partners stay on track through structured task sections, every persona inside a partner organization knows what they need to do, and progress continues year-round instead of fading after week one. When TSIA first showed the portal publicly, the reaction was “Oh my gosh, what are you guys using? This is amazing.” Some partners even asked to use EverAfter by Base AI for their own events.

They feel empowered to take control of their own journey, and we can focus more on the strategic part of the relationship instead of answering everyday logistical questions.

What's Next

What began as a way out of email chaos has become TSIA's engine for partner success. TSIA is now extending it to:

• A new executive-level conference: Built entirely on EverAfter by Base AI.
• Webinar partner experiences: The same personalized journeys for webinar sponsors.
• An onboarding AI Expert: Instant answers for partners from day one.
• Enhanced ROI dashboards: Showing partners the value of every sponsorship.